3 months ago
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WPP Media successful it’s This Year Next Year (TYNY) study has projected 9.7% maturation successful 2026 with advertizing gross reaching ₹2,01,891 crore, an incremental summation of ₹17,844 crore implicit 2025.
“The study underscores India’s presumption arsenic a apical 10 planetary advertizing market, with the assemblage representing 0.5% of India’s GDP – a stock that continues to turn with per capita GDP enlargement and digital-led formalization of advertising. India continues to beryllium 1 of the fastest increasing markets retired of the Top 10 markets,” WPP Media said successful a statement.
Prasanth Kumar, CEO South Asia, WPP Media, said, “India contiguous stands astatine a pivotal crossroads wherever artificial intelligence, commerce, and privateness converge to redefine the precise quality of user connection.”
“With integer commanding astir 68% of advertizing expenditure, it has go an epicentre of connections, fuelling an ecosystem that is driven by outcomes alternatively than specified impressions. In this caller landscape, the brands which thrive volition beryllium those susceptible of generating request crossed the full ecosystem, orchestrating worth astatine each signifier of the user journey,” helium said.
“The momentum up volition not beryllium defined by transactions alone, but by translation that includes a reimagining of however businesses and consumers interact. The existent accidental lies successful gathering an omnichannel travel wherever discovery, purchase, and post-purchase experiences are seamlessly integrated, and each touchpoint adds tangible value,” helium added.
Ashwin Padmanabhan, COO South Asia, WPP Media said, “The advertizing scenery successful 2026 volition beryllium defined by result and intelligence. AI-powered user engagement is accelerating result driven formats. Quick commerce is astatine a constituent of inflection, moving from a income transmission to an important media choice. Our occurrence volition beryllium driven by our quality to seizure consumers astatine the intersection of find and transaction.”
Channel-wise, commerce-led advertizing emerges arsenic the fastest-growing conception astatine 24.2%, driven by the convergence of retail media, speedy commerce, and societal commerce, arsenic per the report.
Other integer channels comprising non-search, non-commerce turn astatine 11.1%, portion location-based media specified arsenic OOH and cinema grow astatine 8.9%. Intelligence-driven formats, encompassing hunt (AI-powered), voice, and agentic discovery, to registry 8.0% growth.
Print to registry 4.4% growth, supported by DAVP terms summation & sectoral relevance, portion tv grows astatine 3.1%—sustained by connected TV and addressable advertising. Audio follows astatine 1.5%, fuelled by streaming platforms, according to the report.
Overall, integer (including integer extensions of each media) present accounts for 68.1% of full advertisement revenue, with content-driven channels contributing 70% and commerce rapidly gaining share.
Parveen Sheik, Head of Business Intelligence India, WPP Media, said, “India’s advertizing marketplace demonstrates dynamism and maturity. At 9.7% growth, we are 1 of the fastest increasing among apical markets.”
“The communicative of 2026 is 1 of convergence – wherever media, technology, and commerce go homogenous to present for brands. Brands that clasp AI, information intelligence, privacy-first strategies, and agile readying volition seizure disproportionate stock of this growth,” helium said.
On the class front, SME, Tech/Telco, Realty, Auto and Education look arsenic cardinal maturation drivers, arsenic per the report.
“ Rural betterment if sustained to lend to growth. Meanwhile, Gen Z and Gen Alpha person solidified their presumption arsenic a sizeable, digitally-native depletion base— shaping marque strategies with their penchant for personalization, immediacy, and purpose-led engagement,” WPP Media said.
